The Ambition

Charlton Morris is an Executive Search recruitment firm specialising in the Medical, Life Science and Industrial sectors. Operating in a competitive landscape, Kris Holland and his team have spent the last 3 years establishing a consultant-led always-on content strategy to help Charlton Morris stand out as specialists in their sectors and increase brand awareness.

With the Covid-19 pandemic impacting candidates and clients globally, they wanted to use their existing content strategy to engage their digital community. The end goal was to provide value during an uncertain time in order to build relationships for the long term.

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The Approach

To create a sense of community and drive value for clients and candidates during this uncertain time, Charlton Morris leveraged their existing content strategy which uses recruiters’ deep, sector-specific view of the market to generate relevant and timely content. They followed four best practices to help achieve their objectives and drive positive impact to their business:

1.   Build on strong foundations:  

The team at Charlton Morris invested a lot of time building their content strategy pre-pandemic, including resetting their tone of voice in line with their vision “Searching together to find the future” and establishing a consultant-led content approach. With the Covid-19 pandemic, this groundwork did not go to waste. It meant the company had pillars to guide how they should show up to their audiences and where they could build digital communities. They were also able to leverage their existing library of content with clients which was essential for maintaining conversation and adding value during an uncertain time.

2.  Segment your content strategy to ensure hyper relevance:

As specialists in the Medical, Life Science and Industrial sectors, it was critical that Charlton Morris aligned their consultant-led content strategy to these areas. With Covid-19, it became even more important for consultants to create sector-specific written, video and podcast content to bring together communities of like-minded professionals facing similar challenges. They’ve also been collaborating with candidates, industry leaders and clients to create content such as this podcast episode with Elementar Americas and this article with Kemco Systems. This adds more insight and relevance to consultants’ content, which in turn helps build relationships and credibility with target audiences.

3. Find new ways to engage with target audiences:

Charlton Morris wanted an interactive and fully virtual way to engage their community and gather a pulse check to inform their written, video and podcast content. To do this, they’ve been using LinkedIn Polls to ask their audience questions about the how people are working and what the future of work could look like. They’ve seen high levels of engagement with these polls and have leveraged this insight in their content, such as in this video, to inform their wider community.

4. Use targeted content distribution:

Getting their content to their key audiences has been critical to ensure maximum impact and to encourage engagement amongst their community. LinkedIn is the prime distribution channel Charlton Morris uses to ensure their content reaches the right audience across their three sectors. By leveraging their strong existing LinkedIn follower base, sponsored content and employee distribution, they are driving quality traffic and engagement to their content hub on their website where they host written articles, video content and podcasts.

The Results